Media flow, adspend trends and value-building media strategies - Media insights from the MRS Advertising Research conference
Accurately measuring the shifts in consumers' media habits is one of the key tasks facing today's market researchers. Accordingly, many of the presenters at Advertising Research - a conference organised by the Market Research Society and held in London in July 2011 - focused on media strategy.
As conference chair Helen Gawor, managing director for Connect Insight, pointed out, agencies and clients promote products in a market where "consumers see content rather than brands". Increased media multitasking and the rising popularity of online and mobile platforms have comprehensively broken the old mass media model, meaning that reaching consumers is an increasingly difficult task for marketers and researchers.